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UBA Trends Day 2017

Brussels March 2017
by

Andrew Davis

on 22 March 2017

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Transcript of UBA Trends Day 2017

YouveBeenDrewed.com
THINK LIKE
EXECUTIVES
ENTERTAINMENT
adavis@monumentalshift.com
BIGGER SUCCESS.
LESS CONTENT.
Andrew Davis
Author, Brandscaping & TOWN INC.
17 new webpages published / sec.
17 34 51 68 85
Don't contribute to information overload.
INFORMATION
OVERLOAD
PERCEIVED
OPPORTUNITY
Chasing the social stream.
ACTUAL
OPPORTUNITY
Just because there is more information available
doesn't mean one can consume more.
INFORMATION OVERLOAD
Quality over Quantity
Fit into the information one WANTS to consume!
NEW WORLD
VIEW
*YOU!
PTOLEMY'S MODEL
GALILEAN MODEL
WHAT IF...
You got closer and closer to the center of your customers universe?
ASK YOURSELF...
Are you a Ptolemy or a Galileo?
TRENDS IN CONTENT MARKETING
THE TREND
TREAT YOUR CONTENT
LIKE A PRODUCT.
Build it. Brand it. Market it.
Bigger success. Less content.
... we valued long-term relationships over impressions or likes?
THE POWER OF
SUBSCRIBE!
FISH
TALES
€20 MM
BRAND
BART'S
FISH
TALES
IS A
CONTENT
BRAND
NOT BRANDED CONTENT
Branded content is created for a company. A content brand is created for a valuable audience.
CONTENT BRANDS BUILD
RELATIONSHIPS.
RELATIONSHIPS BUILD TRUST.
TRUST DRIVES REVENUE.
WITH THE AUDIENCE
BUILD A RELATIONSHIP
A SUBSCRIPTION
ALLOWS YOU TO
(or, so they need you.)
...how can we harness the power of a subscription?
A
FISH
TALE
Bart Van Olphen
2000 European Fish Distributor
SEPT. 2013
HOW TO SELECT A FISH
2015 PRODUCT LAUNCH
OF A SUBSCRIPTION.
CREATE A
CONTENT BRAND.
IN ONE YEAR
TREAT YOUR CONTENT
LIKE A PRODUCT
Treating your content like a product turns marketing expenses into assets.
AMAZING THINGS HAPPEN WHEN YOU
- LAUREN LUKE
...we just tried to own some quality time in our customer's inbox?
...we ignored click-through rates?
...our goal was a zero opt-out rate?
MAKE AN
APPOINTMENT WITH
...what time in your audience's life can you own?
YOUR AUDIENCE
SET AN EXPECTATION AND DELIVER ON IT.
KONSTANTINOS
EVERY FRIDAY @ 4PM
CEO - Daniel Koppel
CEO - Valentin Stalf
ROI IN
4 WEEKS
< 1000 SUBSCRIBERS (863)
THE TREND
THE TREND
...we attached talent to the content we create?
...who is your Lauren Luke?
AN AUDIENCE
FIRST APPROACH
BRANDED
CONTENT

BRAND
CONTENT
VS.
63
MENTIONS
(COKE / COCA COLA)
04
MENTIONS
(RED BULL)
VANITY
VIRTUE
THE TREND
THE TREND
LAUREN LUKE'S LOOKS
$100 MM
BRAND
EVERY THURSDAY
LAUREN LUKE
ATTACH
TALENT
YOUR AUDIENCE TRUSTS
53,000,000,000,000
INDEXED WEB PAGES
Columbia, SC
EXPLOIT
CONTENT HOLES
...what's your FISH TV?
TRISH WITKOWSKI
4 YEARS
ROI?
Entire new line of business in workshops, spokesperson for brands & speaking globally.
Partnership with USPS, SAPPI Fine Paper, printers worldwide.
Chief Folding Officer, Foldrite
...you exploited a content hole in your market?
HARNESS THE POWER
BEFORE THEY NEED YOU
(OR SO THEY NEED YOU.)
WHAT IF...
ASK YOURSELF...
$193,000
WHAT IF...
ASK YOURSELF...
LAUREN LUKE
WHAT IF...
ASK YOURSELF...
$500K / YEAR
ADDITIONAL REVENUE
1993
THE 200 CHANNEL UNIVERSE
DALE ORDOYNE
CABLEVISION, COLUMBIA, SC
Content opportunities exist in even the most crowded markets.
WHAT IF...
ASK YOURSELF...
Andrew Davis
THE TREND
Full transcript